This blog will act as an off-page SEO guide that comes under digital marketing tips and tricks. People use search engines for everything nowadays, even to visit other sites. They are synonymous with the internet itself. Users use keywords or phrases to search for a particular topic, product, or service. An SEO stands for Search Engine Optimization. It is a form of digital marketing that incorporates frequently used keywords and phrases into your web page so they can rank higher on SERPs. Here unpaid traffic is targeted rather than direct or paid traffic. Based on the search query, different elements like maps, images, or videos might be included on the SERPs by Google. Almost all forms of digital marketing campaigns, channels, and platforms need SEO in one form or the other.
There are various types of SEO such as on-page SEO, off-page SEO, technical SEO, and local SEO. But here we shall be mainly discussing off-page SEO.
What is Off-page SEO?
Off-page SEO refers to all the tasks that don’t directly happen on your website to raise your site’s ranking and increase organic traffic. This could be a backlink or increasing social media interaction or branded searches. Off-page SEO gives you a fair idea of how the world perceives your brand’s website.
Why is Off-page SEO important?
A successful off-page optimization strategy greatly benefits your website by increasing its rankings through incorporating external factors to differentiate itself from websites of similar quality. It provides greater exposure to a quality audience and establishes trustworthiness among your customers.
How is off-page SEO different from on-page SEO?
Your SEO strategy can be divided into two main categories i.e. on-page and off-page SEO. They both are important for the triumph of any SEO campaign but are completely different from each other. Let’s take a look at some of the differences.
| Parameters | Off-page SEO | On-page SEO |
| Main focus | Expand the sovereignty of your domain through content generation and obtain backlinks from other websites. | Optimizing sections of your website which are under your control. |
| Rank | How high you rank in the search results is determined by off-page SEO factors. | What you rank for is determined by on-page SEO factors. |
| Linking | We will use direct linking in off-page SEO. | We will use indirect linking in on-page SEO. |
| Looking for | Off-page SEO looks at how popular your site is. | On-page SEO looks at what your site is about. |
What are some off-page SEO techniques for better ranking?
Let us have a look at the different types of off-page tactics that can be used to expand your brand, organic search traffic, and get a better search engine ranking. They are as follows;
Link-building
With the complexity and weight of links in Google’s algorithm, it’s essential to understand different ways of approaching link-building. It is the foundation of any off-page SEO strategy. One of the essential roles of off-page SEO is to develop authority for your business. Links from authority websites help in positioning your own site as an authority. They’re a vote of confidence from one site to another.
Gathering quality links from authority sites is the first priority of link building. It’s essential to realize the difference in the link between the competitor’s site and yours. Aspects that need to be considered during link-building are authority, unique domains, and topical relevance.
Content Marketing
Many times when we contemplate content marketing, it is easy to confuse it as an on-page SEO tactic. But, from a broader point of view, content marketing comes under both on-page and off-page strategies. Producing appreciable content on your site is just one element of content marketing. Any content that you create and publish anywhere on the internet comes under content marketing.
The allure of using content marketing as a strategy is that the formation of great, appealing assets makes it easier to focus on off-page factors. Common content marketing tactics that work well to promote and develop off-page signals include blog posts, infographics, surveys, studies, research papers, and e-books. Thus, content marketing is similarly interlaced with link-building, social media, PR, as well as helping in boosting brand identity.
Local SEO
Local SEO is indeed a separate type of SEO in its own right, but some elements are vital to off-page SEO activity. They are Google Business Profile and Citations.
Google Business Profile: It plays a major role in the internet appearance of pretty much any local organization or business. Optimizing a web page and helping it to rank on the map pack is an effective off-page SEO strategy. Remember that if your business isn’t showing amongst the local GMB results, it is one of your competitors. Any effort that focuses on whatever but your site adds up as off-page.
Citations: It is a mini description of your business’s presence online. It not only includes your organization’s name but also your NAP (name, address, and phone number). You can imagine them as business listings. One cannot simply circumvent the significance of citations if you are a local business looking to rank for targeted search items both on the standard SERPs and as a part of the map pack. This is due because they come under one of the major off-page ranking factors.
Press Release
PR and SEO were viewed as two different marketing entities, however in recent years, the lines have faded, and the two have come together.
Digital PR is now the link-building tactic of choice for many SEOs, for the fact that it is the perfect way to earn authority links at scale. Moreover, you can use PR strategies to promote a great story and corresponding linkable assets, and it is possible to earn significant volumes of links as a result. A great PR campaign can put your business in front of your audience and get them talking.
Brand Building
By now it’s a well-known fact that Google rewards brands. Brand building activities should be an important part of not just your wider SEO and internet marketing strategy but also part of your approach to off-page SEO. It all comes back to building your online authority, both for users and search engines. An increase in brand searches is one of the strongest indicators that you are building your brand. Therefore, brand-building efforts help Google to understand your credibility, which is why it has become a key off-page SEO tactic.
Social Media Influencer Marketing
Influencer marketing comes in several different forms and can be a phenomenal way to build your brand, amplify your content, and reach new audiences. It now comes in several different forms. A few years back the tactic was all about bloggers doing sponsored posts. Now, it’s all about Instagram, Youtube, and TikTok. It must be kept in mind that don’t use influencer marketing as a way to build links unless they are unfollowed. Links within sponsored content violate Google’s Webmaster Guidelines. Off-page SEO isn’t just about links. Social networks are search engines in their own right as users are actively looking to find content. Influencers can go a long way to ensure you are present as a business on these platforms.
Forums
For years, SEOs have spammed forums, comments, and other UGC platforms as a way to build links despite not being very good ones. Because of this reason, many have turned away from forums completely. But as we discussed, off-page SEO is about so much more than just links. Very few other platforms allow you to have an open discussion with potential customers who are already asking questions about what you have to offer, and forums are a fantastic way to begin building relationships and trust. With a bit of effort and commitment, you can easily build up a strong community and level of trust from audiences.
Reviews
It might not surprise you that most customers view online reviews before making a purchase. Reviews are a big deal and a grossly underrated off-page SEO tactic, and Online Reputation Management is something no business can ignore. Off-page SEO, when stripped back to basics, all comes back to developing your brand and creating signals that depict you as one that deserves to rank at the top of the SERPs. A business that has collected great reviews on third-party platforms is positioning itself as a brand. Thus, great reviews help to increase conversions and trust.
Events
Events are making a comeback within digital marketing tactics and contribute to your off-page SEO strategy massively. The number of online events such as webinars is significant and can go a long way to help build your brand. Not only can they help you in engaging an audience, but you’ll also benefit from a real buzz around your business, that will drive social engagement and even links. You shouldn’t by any means disregard using events for your marketing strategy. Of course, they require effort to run properly, but that buzz can be hard to replicate in any other way. Therefore, they are also a fantastic way to pick up some fantastic PR coverage.
Podcasts
Podcasts have become insanely popular nowadays, and are continuing to gain even more listeners every month. They are a huge deal, and if you aren’t using them as a part of your marketing strategy, you very well could be missing out on a huge opportunity. Most businesses still aren’t using podcasts as part of their strategy. This means that it’s a great way to gain a competitive advantage. Hence, they are a great way to reach new audiences, share expertise, and gain visibility on search engines that aren’t Google.
Guest-posting
When properly executed, guest posting can contribute far more to your marketing strategy than just being used as a way to build links. It is all about writing as a guest for someone else’s website and providing value and information to their audience. There’s no denying that it remains one of the most commonly used link-building tactics. Guest posting can help you put your brand in front of a target audience, send targeted traffic, and help to position you as an expert in your field. Links shouldn’t be the only reason why you guest post; they should just be an added benefit if they happen. Therefore, the primary objective of guest posting should be to reach a new audience, get in front of a related site’s traffic, and build your brand.
Content Syndication
At times, a publication will look to syndicate content from other sources to supplement their original articles. This method is quite popular as it is easier than creating fresh content all the time. You often find that content is syndicated across sites that form part of a network owned by a TV or radio group. However, publishers are starting to use it as well to increase the content that goes live on their site every day. Yahoo and Quora are perhaps some of the biggest platforms that commonly syndicate content from other sources. You too might have considered syndicating your content to other publications to increase your reach and readership.
Audit Brand Searches
An off-page SEO audit brand search is a process of analyzing how well your web presence relates to best practices. It’s the first step to creating an implementation plan that will have measurable results. Thus, the main purpose of the audit is to identify as many foundational issues affecting organic search performances as possible.
Improve E.A.T.
According to Google, E.A.T stands for Expertise, Authoritativeness, and Trustworthiness of creators of the main content, the main content itself, and the website. E.A.T is not a ranking factor. It’s not something like keywords in your title tag, using HTTPS, or considering your page speed. That being said, E.A.T is a growing trend in SEO and it’s definitely something worth paying attention to. Whenever a core update happens, Google shares an article called What Webmasters Should Know about Google Core Updates. It has a dedicated section to E.A.T and why you should consider it if your site has been affected by a core algorithm update.
Added Off-page SEO Techniques
Press Release Distribution
A press release also called a media release or news release is a piece of content that informs members of the media about an organization’s recent developments. When put another way, a press release is something that a company writes to let people know about recent developments, like announcements, new joiners, or product launches.
Distributing press releases gets covered on media sites and blogs help drive traffic to your website, has your organization show up on Google News, improves your Google rankings, and boosts your company’s trust and credibility.
Participate in Round-up posts
Round-up posts are posts that are just aggregate content or opinions from experts in your niche or domain. The author essentially created a list of high-profile bloggers and experts in the blogging domain and sent them all a question. Round-up posts are a really easy way to get links and mentions.
Partner with bigger brands
It’s easy to think that big brands don’t have time for small business owners like you and me. But that is a misconception. If you can provide legit value to a big brand, they are usually happy to send some traffic your way. As a person just starting in the competitive space, having a big brand’s logo next to yours can be a huge credibility boost.
Create alluring visuals
Visual content is a great way to get other blogs to mention your site, without the need to rely 100% on blogger outreach. It doesn’t have to be anything fancy but visuals are a helpful way for people that aren’t familiar with how Google figures out a topic of a page. Your image used by other people will link your site as the original source. Hence, most people who use your image in their context will link to you. Even if they don’t, you still get an unlinked brand mention out of the deal.
When should you do off-page SEO?
Whether you are a large or small business or organization, you will struggle to rank for competitive search terms without off-page SEO. Thus, think about off-page SEO as building your site’s authority, and without it, your site can’t outrank those that already have a higher authority.
Want to increase your website ranking?
Are you looking for off-page services that will help you increase website ranking? Various agencies specialize in providing customizable online marketing services. One of the best digital marketing service providers amongst them is Banyanbrain. We’re amongst the top SEO and SMO service providers, providing optimized digital marketing services specifically designed to cater to your organization’s needs, whether it’s appearing more often in organic searches, paid advertising, social advertising, or designing attractive UI. We help your website’s ranking reach the top SERPs and provide you with maximum benefits.
